Sunday, June 17, 2007

Brand Update : Dove

After building its equity as one of the mildest soaps available in India and having created a small space in the premium segment of soap market, Dove has extended itself into hair care segment.Although internationally Dove has a range of hair care products, officially the range is introduced into Indian market this year.
Indian shampoo market is segmented on the basis of price. The top segment consists of premium brands like Lo'real,Garnier and other imported brands, midsegment consists of popular brands like Clinic, Sunsilk,Lakme,Head & Shoulders etc and the lower segment dominated by Sachets and local price warriors.
It is evident that the premium segment was created and dominated by Loreal and Hll feels that it should be having a brand in that segment too. Dove will be pitted against Loreal and is positioned as a premium shampoo with moisturizing properties. The presence of milk lotion acts as the differentiator. The brand takes the strength from the equity of its soap and will be trying to leverage on that strength. The brand uses the tagline " More beautiful hair with every wash" to promote the range.
The extension of Dove to shampoo is an example of brand extension. There are industry experts who say that this extension will fail because the customers can never relate Dove to haircare. I feel that for HLL Dove brand is the best bet to counter Loreal.

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image courtesy :businessline